Vague goals

The Public Relations investment was tied to outcomes such as “increased visibility” or “leadership positioning”. Vague objectives. With objectives, there needs to be mutual agreement on specific outcomes, a detailed program, choice of social platforms, use of target media sectors, etc. This all needs to be worked out in detail. There are manuals on the internet for this. Vague objectives do not work.

Nothing new

The appeal of news is that it must be current, innovative or relevant to the media. So use the expertise of a Public Relations team or external professionals. They immerse themselves in the journalist and his/her principles, so they act accordingly. So don’t go tinkering yourself.

Speed and multiplicity  

Once you get to the point where you want to go to the media, you tend to want a lot of information in the media quickly. That’s not always the best solution. Sometimes you have to wait for the right time for a campaign. And be limited, but effective in the information. Take the time for good preparation and make sure that the attention is drawn immediately. Getting a lot of information into the media quickly is usually a waste of time and money.

Highfalutin  

Not every promotional story is an opinion piece for the Financial Journal or some other national medium. Unless uniqueness is involved, but that is usually not the case. So make an appropriate choice of medium. Know that if it is interesting, that media tends to follow it. If the other media also pick it up, you will still have the result of a larger spread. Start with an appropriate medium and build that into a top story for the future.

Personalize the media pitch

Top media outlets are only interested in exclusive posts. They do not benefit if readers dismiss their media pitch as spam. If there is no exclusivity, a media pitch will be forwarded many times to journalists. Try to personalize a media pitch and send it in a targeted way to selected media, so that they recognize the personalization and publish it.

Service

Within the B2B industry, service is an extremely important tool. The content of that service is based in part on communicating and solving customer problems, providing useful information and support to that end user. Don’t put the focus on selling, because that will backfire.

Word of mouth   

An external professional will have to read up very well on all the ins and outs of the product and the company. That also has a price tag. After all, an overly cautious or commercial spokesperson may not kill the presentation.

The CEO or a senior executive of the company, speaking on behalf of the company, knows the facts, controls the process, provides evidence as an argument and has the focus on the whole. Train this and it has results.

Also read our blog about augmented reality.

The post Public relations does not work appeared first on News for Marketeers & Entrepreneurs.

In both cases it’s about answering questions, thinking along with the customer, analyzing and solving problems and providing guidance. So it’s more than a sales pitch and on to the next customer. Investing in customers only benefits your image and will ensure more customers and sales. At the same time there is ‘commoditizing’, the market is flooded with products and services, there is an increasing demand for customer-specific product offerings and spirited competition . This puts great pressure on customer service, the distinction between products and services and the distinction between added values.

The decline of mass communication
The time when mass communication reigned supreme is over. Brands could use it to boost their image or brand and then leaned more on word-of-mouth advertising. But with the advent of
social peer-to-peer technologies, customers have more comparison material and can establish a better judgment than before.

Customer service as a marketing tool
When interacting with a customer, the customer must be the focus. For example, the customer wants information about a product or service. This can be the usability, user friendliness, guarantees, but also problem situations. After all, the customer has the opportunity to verify your answer with the knowledge gained through social media or from influencers. Thus, the customer may already have prior knowledge of the product or service.

It is now up to you, through the customer service conversation, to openly inform the customer about all these things. If the customer is put off, he or she will sense this very clearly and it will harm your company’s image, which in turn can lead to a loss of turnover. So what do you need to pay attention to in order to achieve a perfect customer service policy?

1. Realize, the impact of good customer service on social media many times over can be passed on to customers and prospects. This is free advertising. It is essentially investing time, attention and customer. As customers and prospects promote this among themselves on social media for you, the credibility of the opinions among them will be greater, than if you were to provide it.
2. Customer service is an excellent opportunity to confirm the value of the product or service, which can remove doubt from a prospect, for example. Put yourself on an equal level with the customer and listen.
3. The customer has a good sense of whether you are genuinely interested in the customer or whether you are trying to get away from them. If you are sincere to the customer, you cut through the customer’s emotion and that opens doors. The customer feels most comfortable when you are genuinely interested. And when they feel that way, business can be done.
4. Time is money. The same is true here. A customer service team that spends more time and attention with the customer incurs more costs just because of the time commitment. However, those costs outweigh the increased sales because of good customer service Use the software to make the digital customer conversations known to the customer or prospect in addition to the products or services. Make sure that the customer does not get the impression, that the story is written by you.
5. Analyze the social business conversations with the customer. Distill the procts or service that score high on customer engagement or that score high on problem solving.
6. Also analyze for cultural backgrounds. Paying attention to the wide variety of cultures can improve results.
7. Elaborate and categorize the taxonomy. This could include resolved problems, complaints, expressions, unpleasant conversations, etc. Consider posting those results on social media.
8. Create mash-ups and post them on the website. Be careful not to make it come across as a “happy talk,” or it will backfire. Credibility is crucial here.
9. If desired or necessary, contact the customer or prospect. This can be by phone, online via live chat, social media or forums. Most customers and prospects can almost always be reached. Self-recorded contact provides more reliability and understanding. Note with forums, however, that more people can look in. Be alert to this, because people can make and break you.
10. A negative image does a lot of damage. So treat the customer as a valued reviewer, because ultimately they want the best service available. The customer assumes, that “who pays, decides” and if the customer doesn’t like it, a negative review is written within minutes.
11. Realize, that you may not be the only one offering a product or service. And, if possible, be accessible as much as possible. 24/7 is a lot to ask, but consider it a minimum.
12. The customer or prospect compares his possible purchase on the Internet with other providers. The purchase price, speed of delivery, delivery costs and warranty are aspects that are reviewed. Through the evaluations it is possible to gain insights into why people buy from you.
13. If a prospect places an order online, make sure that the basic information needs to be filled in once. It annoys prospects when they have to do it over and over again.
14. It is increasingly important that you know what the individual customer wants. Of course, the product or service is the basis for a purchase, but the focus is already shifting more towards the service. The reason for this is that often such a product or service can also be purchased from the competitor. So give optimal attention to customer service. Make sure that the customer becomes your ambassador of your product or service.

Also interesting to read is our blog about PR.

The post Customer service is also marketing appeared first on News for Marketeers & Entrepreneurs.

• be interactive in real time;
• combine reality and virtuality;
• operate in three dimensions.
  Augmented reality adds real information to perceived reality. So not to be confused with virtual reality which largely replaces reality with simulated information or images.
  Advanced augmented reality technology has an additional added value with e.g. object recognition or that the user can interact with it. And the latter raises the question of whether it is a tool for online marketing?
  AR applications have been very popular with large companies and consumers for several years. It meets the perception of consumers and especially the younger generations. The speed of technological developments such as the large capacity in smartphones, iPads and computers and the wireless communication through Wifi and Bluetooth, that communication and interactions with consumers is possible.
  The AR system in itself was used in photo and film cameras and also on television. Then, in your screen, you saw the most important information separately displayed including the original image. Then it was expanded by applying the system to smartphones and iPads in computer games, for example.

But what value could it have for online marketing?
AR can provide support to the consumer in putting together a product, where the system itself comes up with information that the consumer did not think of. Consider also the entertainment industry where the interactive component is important in computer games and in the museum world. The interaction can even go so far as to make visual hand movements that are displayed by the computer and thereby produce something.
Consumers have expectations of the producer. And with the already presence of augmented reality of products, the expectations only become more so. Duly consider the following principles when augmented reality is used for online marketing.
Whatever device is used, the actions through the program must be ergonomic.
An important factor is the tracking support of the AR system.
The program must be easy to handle, so that consumers who have little experience with electronics and the Internet can still use it.
Continuity of the system must be ensured. Also through innovativeness.
A real-time interaction keeps the consumer’s attention.

Also very interesting is our blog about customer service.

The post Augmented reality in online marketing appeared first on News for Marketeers & Entrepreneurs.

We woke reasonably late following the feast and free flowing wine the night before. After gathering ourselves and our packs, we headed down to our homestay family’s small dining room for breakfast, where we enjoyed scrambled eggs, toast, mekitsi (fried dough), local jam and peppermint tea.

 We were making our way to the Rila Mountains, where we were visiting the Rila Monastery.

We wandered the site with busloads of other tourists, yet strangely the place did not seem crowded. I’m not sure if it was the sheer size of the place, or whether the masses congregated in one area and didn’t venture far from the main church, but I didn’t feel overwhelmed by tourists in the monastery.

Headed over Lions Bridge and made our way to the Sofia Synagogue, then sheltered in the Central Market Hall until the recurrent (but short-lived) mid-afternoon rain passed.

Feeling refreshed after an espresso, we walked a short distance to the small but welcoming Banya Bashi Mosque, then descended into the ancient Serdica complex.

We were exhausted after a long day of travel, so we headed back to the hotel and crashed. I had low expectations about Sofia as a city, but after the walking tour I absolutely loved the place. This was an easy city to navigate, and it was a beautiful city despite its ugly, staunch and stolid communist-built surrounds. Sofia has a very average facade as you enter the city, but once you lose yourself in the old town area, everything changes.

If You Have It, You Can Make Anything Look Good

Clothes can transform your mood and confidence. Fashion moves so quickly that, unless you have a strong point of view, you can lose integrity. I like to be real. I don’t like things to be staged or fussy. I think I’d go mad if I didn’t have a place to escape to. You have to stay true to your heritage, that’s what your brand is about.

The post The Definitive Guide To Marketing Your Business On Instagram appeared first on News for Marketeers & Entrepreneurs.

We woke reasonably late following the feast and free flowing wine the night before. After gathering ourselves and our packs, we headed down to our homestay family’s small dining room for breakfast, where we enjoyed scrambled eggs, toast, mekitsi (fried dough), local jam and peppermint tea.

 We were making our way to the Rila Mountains, where we were visiting the Rila Monastery.

We wandered the site with busloads of other tourists, yet strangely the place did not seem crowded. I’m not sure if it was the sheer size of the place, or whether the masses congregated in one area and didn’t venture far from the main church, but I didn’t feel overwhelmed by tourists in the monastery.

Headed over Lions Bridge and made our way to the Sofia Synagogue, then sheltered in the Central Market Hall until the recurrent (but short-lived) mid-afternoon rain passed.

Feeling refreshed after an espresso, we walked a short distance to the small but welcoming Banya Bashi Mosque, then descended into the ancient Serdica complex.

We were exhausted after a long day of travel, so we headed back to the hotel and crashed. I had low expectations about Sofia as a city, but after the walking tour I absolutely loved the place. This was an easy city to navigate, and it was a beautiful city despite its ugly, staunch and stolid communist-built surrounds. Sofia has a very average facade as you enter the city, but once you lose yourself in the old town area, everything changes.

If You Have It, You Can Make Anything Look Good

Clothes can transform your mood and confidence. Fashion moves so quickly that, unless you have a strong point of view, you can lose integrity. I like to be real. I don’t like things to be staged or fussy. I think I’d go mad if I didn’t have a place to escape to. You have to stay true to your heritage, that’s what your brand is about.

The post Social Media Marketing for Franchises is Meant for Women appeared first on News for Marketeers & Entrepreneurs.

We woke reasonably late following the feast and free flowing wine the night before. After gathering ourselves and our packs, we headed down to our homestay family’s small dining room for breakfast, where we enjoyed scrambled eggs, toast, mekitsi (fried dough), local jam and peppermint tea.

 We were making our way to the Rila Mountains, where we were visiting the Rila Monastery.

We wandered the site with busloads of other tourists, yet strangely the place did not seem crowded. I’m not sure if it was the sheer size of the place, or whether the masses congregated in one area and didn’t venture far from the main church, but I didn’t feel overwhelmed by tourists in the monastery.

Headed over Lions Bridge and made our way to the Sofia Synagogue, then sheltered in the Central Market Hall until the recurrent (but short-lived) mid-afternoon rain passed.

Feeling refreshed after an espresso, we walked a short distance to the small but welcoming Banya Bashi Mosque, then descended into the ancient Serdica complex.

We were exhausted after a long day of travel, so we headed back to the hotel and crashed. I had low expectations about Sofia as a city, but after the walking tour I absolutely loved the place. This was an easy city to navigate, and it was a beautiful city despite its ugly, staunch and stolid communist-built surrounds. Sofia has a very average facade as you enter the city, but once you lose yourself in the old town area, everything changes.

If You Have It, You Can Make Anything Look Good

Clothes can transform your mood and confidence. Fashion moves so quickly that, unless you have a strong point of view, you can lose integrity. I like to be real. I don’t like things to be staged or fussy. I think I’d go mad if I didn’t have a place to escape to. You have to stay true to your heritage, that’s what your brand is about.

The post Customer Engagement Marketing: A New Strategy for the Economy appeared first on News for Marketeers & Entrepreneurs.

We woke reasonably late following the feast and free flowing wine the night before. After gathering ourselves and our packs, we headed down to our homestay family’s small dining room for breakfast, where we enjoyed scrambled eggs, toast, mekitsi (fried dough), local jam and peppermint tea.

 We were making our way to the Rila Mountains, where we were visiting the Rila Monastery.

We wandered the site with busloads of other tourists, yet strangely the place did not seem crowded. I’m not sure if it was the sheer size of the place, or whether the masses congregated in one area and didn’t venture far from the main church, but I didn’t feel overwhelmed by tourists in the monastery.

Headed over Lions Bridge and made our way to the Sofia Synagogue, then sheltered in the Central Market Hall until the recurrent (but short-lived) mid-afternoon rain passed.

Feeling refreshed after an espresso, we walked a short distance to the small but welcoming Banya Bashi Mosque, then descended into the ancient Serdica complex.

We were exhausted after a long day of travel, so we headed back to the hotel and crashed. I had low expectations about Sofia as a city, but after the walking tour I absolutely loved the place. This was an easy city to navigate, and it was a beautiful city despite its ugly, staunch and stolid communist-built surrounds. Sofia has a very average facade as you enter the city, but once you lose yourself in the old town area, everything changes.

If You Have It, You Can Make Anything Look Good

Clothes can transform your mood and confidence. Fashion moves so quickly that, unless you have a strong point of view, you can lose integrity. I like to be real. I don’t like things to be staged or fussy. I think I’d go mad if I didn’t have a place to escape to. You have to stay true to your heritage, that’s what your brand is about.

The post Entrepreneurial Advertising: The Future Of Marketing appeared first on News for Marketeers & Entrepreneurs.

We woke reasonably late following the feast and free flowing wine the night before. After gathering ourselves and our packs, we headed down to our homestay family’s small dining room for breakfast, where we enjoyed scrambled eggs, toast, mekitsi (fried dough), local jam and peppermint tea.

 We were making our way to the Rila Mountains, where we were visiting the Rila Monastery.

We wandered the site with busloads of other tourists, yet strangely the place did not seem crowded. I’m not sure if it was the sheer size of the place, or whether the masses congregated in one area and didn’t venture far from the main church, but I didn’t feel overwhelmed by tourists in the monastery.

Headed over Lions Bridge and made our way to the Sofia Synagogue, then sheltered in the Central Market Hall until the recurrent (but short-lived) mid-afternoon rain passed.

Feeling refreshed after an espresso, we walked a short distance to the small but welcoming Banya Bashi Mosque, then descended into the ancient Serdica complex.

We were exhausted after a long day of travel, so we headed back to the hotel and crashed. I had low expectations about Sofia as a city, but after the walking tour I absolutely loved the place. This was an easy city to navigate, and it was a beautiful city despite its ugly, staunch and stolid communist-built surrounds. Sofia has a very average facade as you enter the city, but once you lose yourself in the old town area, everything changes.

If You Have It, You Can Make Anything Look Good

Clothes can transform your mood and confidence. Fashion moves so quickly that, unless you have a strong point of view, you can lose integrity. I like to be real. I don’t like things to be staged or fussy. I think I’d go mad if I didn’t have a place to escape to. You have to stay true to your heritage, that’s what your brand is about.

The post Mobile Marketing is Said to Be the Future of E-Commerce appeared first on News for Marketeers & Entrepreneurs.

We woke reasonably late following the feast and free flowing wine the night before. After gathering ourselves and our packs, we headed down to our homestay family’s small dining room for breakfast, where we enjoyed scrambled eggs, toast, mekitsi (fried dough), local jam and peppermint tea.

 We were making our way to the Rila Mountains, where we were visiting the Rila Monastery.

We wandered the site with busloads of other tourists, yet strangely the place did not seem crowded. I’m not sure if it was the sheer size of the place, or whether the masses congregated in one area and didn’t venture far from the main church, but I didn’t feel overwhelmed by tourists in the monastery.

Headed over Lions Bridge and made our way to the Sofia Synagogue, then sheltered in the Central Market Hall until the recurrent (but short-lived) mid-afternoon rain passed.

Feeling refreshed after an espresso, we walked a short distance to the small but welcoming Banya Bashi Mosque, then descended into the ancient Serdica complex.

We were exhausted after a long day of travel, so we headed back to the hotel and crashed. I had low expectations about Sofia as a city, but after the walking tour I absolutely loved the place. This was an easy city to navigate, and it was a beautiful city despite its ugly, staunch and stolid communist-built surrounds. Sofia has a very average facade as you enter the city, but once you lose yourself in the old town area, everything changes.

If You Have It, You Can Make Anything Look Good

Clothes can transform your mood and confidence. Fashion moves so quickly that, unless you have a strong point of view, you can lose integrity. I like to be real. I don’t like things to be staged or fussy. I think I’d go mad if I didn’t have a place to escape to. You have to stay true to your heritage, that’s what your brand is about.

The post How Nancy Reagan Gave Glamour and Class to the White House appeared first on News for Marketeers & Entrepreneurs.

We woke reasonably late following the feast and free flowing wine the night before. After gathering ourselves and our packs, we headed down to our homestay family’s small dining room for breakfast, where we enjoyed scrambled eggs, toast, mekitsi (fried dough), local jam and peppermint tea.

 We were making our way to the Rila Mountains, where we were visiting the Rila Monastery.

We wandered the site with busloads of other tourists, yet strangely the place did not seem crowded. I’m not sure if it was the sheer size of the place, or whether the masses congregated in one area and didn’t venture far from the main church, but I didn’t feel overwhelmed by tourists in the monastery.

Headed over Lions Bridge and made our way to the Sofia Synagogue, then sheltered in the Central Market Hall until the recurrent (but short-lived) mid-afternoon rain passed.

Feeling refreshed after an espresso, we walked a short distance to the small but welcoming Banya Bashi Mosque, then descended into the ancient Serdica complex.

We were exhausted after a long day of travel, so we headed back to the hotel and crashed. I had low expectations about Sofia as a city, but after the walking tour I absolutely loved the place. This was an easy city to navigate, and it was a beautiful city despite its ugly, staunch and stolid communist-built surrounds. Sofia has a very average facade as you enter the city, but once you lose yourself in the old town area, everything changes.

If You Have It, You Can Make Anything Look Good

Clothes can transform your mood and confidence. Fashion moves so quickly that, unless you have a strong point of view, you can lose integrity. I like to be real. I don’t like things to be staged or fussy. I think I’d go mad if I didn’t have a place to escape to. You have to stay true to your heritage, that’s what your brand is about.

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